Spotify’s Only You is a global brand campaign that comes with a distinctive in-app digital experience, sharable personalised playlists and marketing across multiple channels such as TV, social and digital. Spotify is obviously trying to achieve the same kind of success and popularity with their latest ‘Only You’ brand campaign. Spotify’s stock price increased by 16% during the last year’s ‘Wrapped’ campaign while its ranking on App Store rose drastically, suggesting the fact the campaign was a success.
In fact, users love Spotify’s personalisation efforts so much that they share their music breakdowns on social media in high numbers.Īt the end of each year, the Wrapped campaign by Spotify tells its users about their listening behaviour throughout the year. Oftentimes, Spotify packages all this data into a visual offering to give its users quirky stats and facts about their music listening habits. Spotify says that Audio Birth Chart and Dream Dinner Party will update daily while the more visual aspects of the feature like Your Artists Pairs is based on a limited set of time.Spotify is famous for offering a highly personalized user experience, one that is derived from the swathes of user data it gathers. Finally, there’s a ‘Moon Artist’ for that super emo music you love, and a ‘Rising Artist,’ an artist you’ve recently uncovered.
There’s also ‘Your Artist Pairs,’ which makes a playlist based on your music taste, ‘Your Birth Chart,’ which shows subscribers their ‘Sun Artist,’ also known as the artist they’ve listened to the most this year. The end result of ‘Only You’ is a ‘Your Dream Dinner Party’ that lets users select between three artists they’d invite to a dinner party and then Spotify creates a playlist based on those selections. There’s also a new feature called ‘Blend’ that lets two friends combine their musical tastes into one unique playlist. Similar to Wrapped, the new digital experience gives you a personalized playlist in a sharable form.
In what seems like an effort to give subscribers a mid-year Wrapped-like recap, Spotify’s latest ‘experience’ called ‘Only You’ offers details on precisely how you listen and what makes the combinations of different music genres you consume unique. If you want to know how truly eclectic your taste in music is, it doesn’t get much better than Spotify’s annual ‘Wrapped’ feature that tells you what you listened to this year.
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